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Effect Of Sales Promotion On The Volume Of Sales Of Agroproduct (ROYCO)

CC Ifeanyi-Obe
J Lemchi
B Isife


Increase demand of agricultural products has been viewed as a means of inducing greater production in the agricultural sector. Therefore, efficient marketing of Agro-products will result to increase in demand of farm products and this will serve as a great incentive to increase production in the Agricultural sector. The main objective of this study is to evaluate the effect of sales promotion on the volume of sales of Royco in Onitsha Urban city of Anambra State for the years 1998 and 1999. Data for the study was collected from 40 respondents (20 staff of UniLever Nig. Plc, producers of Royco and 20 Distributors of Royco) who were selected based
on purposive sample technique. Also data from the company’s sales record for the 1998 and 1999 sales promotion period was also used. These data were analyzed using simple statistical tools such as, percentages, tables, charts/graphs. Chi-square was used to test the hypothesis at 0.95 significant level. Results from the findings of this research established a positive relationship between sales promotion and sales volume leading to rejection of null hypothesis. That is, it was established that effective sales promotion of Royco induces greater sales of Royco, which in turn results to greater demand of Agro-Products used in the production of Royco. Necessary policy recommendations were made on how to improve the quality and effectiveness of sales promotion.

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eISSN: 1595-7470